{"id":3376,"date":"2020-04-15T06:16:21","date_gmt":"2020-04-15T06:16:21","guid":{"rendered":"https:\/\/inoveo.ro\/uncategorized\/empatia-a-devenit-cuvantul-de-ordine-in-lumea-brandurilor\/"},"modified":"2020-04-15T06:16:21","modified_gmt":"2020-04-15T06:16:21","slug":"empatia-a-devenit-cuvantul-de-ordine-in-lumea-brandurilor","status":"publish","type":"post","link":"https:\/\/inoveo.ro\/en\/branding-en\/empatia-a-devenit-cuvantul-de-ordine-in-lumea-brandurilor\/","title":{"rendered":"Empatia a devenit cuvantul de ordine in lumea brandurilor"},"content":{"rendered":"

\u00centr-o criz\u0103 f\u0103r\u0103 precedent ce creeaz\u0103 mult\u0103 panic\u0103 \u00een r\u00e2ndul consumatorilor, comunicarea trebuie bazat\u0103 pe empatie. Orice brand care vrea s\u0103 r\u0103m\u00e2n\u0103 relevant \u00een pia\u021b\u0103 \u0219i s\u0103 supravie\u021buiasc\u0103 coronavirusului va comunica \u0219i va demonstra grija fa\u021b\u0103 de angaja\u021bi, consumatori \u0219i comunitate.<\/em> De Dochi\u021ba Zenoveiov<\/strong>.<\/p>\n

Dac\u0103 ne uit\u0103m la pia\u021ba local\u0103, retailerii alimentari sunt printre primii care \u0219i-au reg\u00e2ndit mesajele de comunicare, \u00een \u00eencercarea de a reduce panica shopperilor \u0219i de a dezvolta o rela\u021bie bazat\u0103 pe \u00eencredere cu clien\u021bii lor. Astfel, \u00een doar c\u00e2teva s\u0103pt\u0103m\u00e2ni ace\u0219tia au trecut de la promovarea pre\u021burilor promo\u021bionale \u0219i a sortimentului de produse la mesaje de responsabilizare a cump\u0103r\u0103torilor \u0219i de \u00eencurajare a consumatorilor s\u0103 g\u00e2ndeasc\u0103 pozitiv \u0219i s\u0103 aib\u0103 \u00eencredere \u00een retaileri.<\/p>\n

Astfel, Lidl a lansat campania \u201eAcas\u0103, \u00eempreun\u0103, \u00een siguran\u021b\u0103\u201d, ce transmite emo\u021bii pozitive, \u0219i este centrat\u0103 pe redescoperirea bucuriei de a sta acas\u0103 \u00eempreun\u0103. \u0218i Profi a reac\u021bionat rapid, lans\u00e2nd un spot TV \u00een care puncteaz\u0103 faptul c\u0103 angaja\u021bii s\u0103i se concentreaz\u0103 acum pe dezinfec\u021bia magazinelor. De asemenea, \u0219i Metro a r\u0103spuns cu un spot nou, \u00een care comunic\u0103 m\u0103surile luate pentru siguran\u021ba cump\u0103r\u0103torilor. Vedem, de altfel, mai multe branduri care au oprit campaniile aflate \u00een derulare, devenite irelevante, \u0219i le-au \u00eenlocuit cu spoturi sau vizualuri noi, comunic\u00e2nd mesaje adecvate situa\u021biei prezente.<\/p>\n

\u00cen ceea ce prive\u0219te campaniile \u00een social media, exemplele sunt numeroase, de la retaileri p\u00e2n\u0103 la produc\u0103tori. Mesajele sunt similare, \u00eendemn\u00e2nd la m\u0103suri sporite de igien\u0103 \u0219i consum responsabil de alimente, \u0219i accentu\u00e2nd grija fa\u021b\u0103 de comunitate (foto). \u00cen cele mai multe cazuri, mesajele au fost sus\u021binute de ac\u021biuni de CSR. Carrefour, Unicarm, Cotnari, Agricola, Transavia, Coca-Cola \u0219i Philip Morris sunt doar c\u00e2teva dintre companiile care au donat fonduri sau aparatur\u0103 c\u0103tre spitale.<\/p>\n

Premium sau mainstream?<\/strong><\/h3>\n

Din precau\u021bie, cump\u0103r\u0103torii vor migra c\u0103tre brandurile mainstream. Estimez c\u0103 brandurile premium \u00ee\u0219i vor pierde consumatorii ocazionali, a\u0219a cum se va \u00eent\u00e2mpla \u0219i cu m\u0103rcile axate pe trendul bio. De asemenea, \u00een continuare vor migra mul\u021bi cump\u0103r\u0103tori din magazinele fizice \u00een online, unde nu mai exist\u0103 contactul fizic cu produsul. A\u0219a c\u0103 va conta enorm descrierea de pe site a produsului, care trebuie s\u0103 fie complet\u0103, corect\u0103 \u0219i foarte prietenoas\u0103. Brandurile mari, cu notorietate, dar \u0219i cele care creeaz\u0103 acum o rela\u021bie bun\u0103 cu consumatorul, f\u0103r\u0103 s\u0103 speculeze, vor fi cele mai c\u00e2\u0219tigate dup\u0103 criza pe care o travers\u0103m. Consumatorii vor migra c\u0103tre brandurile mari, care ofer\u0103 siguran\u021b\u0103 \u0219i \u00eencredere. Brandurile mici, care comunic\u0103 acum intens \u00een social media \u0219i \u00een online, vor atrage \u0219i ele mul\u021bi cump\u0103r\u0103tori.<\/p>\n

Indiferent c\u0103 vorbim de m\u0103rcile mari sau de cele mici, brandurile ar putea profita de faptul c\u0103 audien\u021ba cu venituri peste medie, care p\u00e2n\u0103 acum era \u00een trafic sau la birou, este captiv\u0103 acas\u0103 \u00een aceast\u0103 perioad\u0103 \u0219i deci are mai mult timp la dispozi\u021bie. Iar acest timp poate fi folosit pentru interac\u021biune, cu condi\u021bia ca interac\u021biunea s\u0103 nu fie deranjant\u0103.<\/p>\n

De exemplu, brandurile din food \u00ee\u0219i pot \u00eenv\u0103\u021ba consumatorii s\u0103 g\u0103teasc\u0103. Sau pot realiza ac\u021biuni de co-branding cu branduri de sport, \u00eendemn\u00e2ndu-\u0219i consumatorii s\u0103 consume moderat \u0219i con\u0219tient, dar \u0219i s\u0103 fac\u0103 sport acas\u0103. \u00cen concluzie, brandurile care s-au promovat p\u00e2n\u0103 acum ca fiind branduri ce au grij\u0103 de consumatorii lor, au ocazia acum s\u0103 demonstreze acest lucru. Cum? Prin educarea consumatorului cu sfaturi, dar \u0219i prin ac\u021biuni concrete. Vorbim de o re\u00eentoarcere la valorile brandului \u00een aceast\u0103 perioad\u0103 de criz\u0103. Perspectiva social\u0103 trebuie angrenat\u0103 \u00een strategia de comunicare de acum \u00eenainte.<\/p>\n

O \u00eentrebare pe care trebuie s\u0103 \u0219i-o pun\u0103 orice brand manager este \u201eCe are brandul meu de \u00eenv\u0103\u021bat din aceast\u0103 criz\u0103?\u201d. Exact ca un elev care ia o not\u0103 mic\u0103 \u0219i trebuie s\u0103 se g\u00e2ndeasc\u0103 ce s\u0103 fac\u0103 pentru a nu mai trece prin aceast\u0103 situa\u021bie. Consumatorii se vor \u00eentoarce la branduri locale, la produsele tradi\u021bionale, autentice, \u0219i la ro\u0219iile rom\u00e2ne\u0219ti. Acest comportament de consum este foarte important pentru c\u0103 va ajuta economia s\u0103 \u00ee\u0219i revin\u0103. De asemenea, consumatorii vor fi mai responsabili. Aceast\u0103 criz\u0103 va fi o lec\u021bie de fric\u0103, ce va schimba multe comportamente.<\/p>\n

Cinci sfaturi pentru ownerii de branduri<\/strong><\/h3>\n

1. Crea\u021bi o echip\u0103 pentru comunicare centralizat\u0103<\/strong>
\n\u00cen orice criz\u0103, comunicarea centralizat\u0103 \u0219i uniform\u0103 face minuni. O echip\u0103 de 3-5 persoane este suficient\u0103 pentru gestionarea situa\u021biilor neprev\u0103zute. Aceast\u0103 echip\u0103 trebuie s\u0103 monitorizeze constant situa\u021bia \u0219i s\u0103 fie singurul punct de comunicare autorizat\u0103.<\/p>\n

2. Comunica\u021bi permanent cu angaja\u021bii<\/strong>
\nAngaja\u021bii sunt, practic, ambasadorii companiei. O comunicare transparent\u0103 cu ei este esen\u021bial\u0103. Pe telefon, email sau re\u021beaua intern\u0103, ei au nevoie s\u0103 aud\u0103 mesaje \u00eencurajatoare \u0219i lini\u0219titoare. Comunicarea cu ei trebuie s\u0103 se fac\u0103 \u00een mod regulat, chiar dac\u0103 managementul companiei nu de\u021bine r\u0103spunsuri la toate \u00eentreb\u0103rile.<\/p>\n

3. Comunica\u021bi \u00een permanen\u021b\u0103 cu clien\u021bii<\/strong>
\nComunicarea cu clien\u021bii trebuie abordat\u0103 diferit de aceea cu angaja\u021bii, \u00eentruc\u00e2t o companie nu are acces la clien\u021bi at\u00e2t de u\u0219or precum are la angaja\u021bi. De exemplu, clien\u021bii Tesco din Marea Britanie au primit o not\u0103 de la CEO-ul companiei, \u00een care erau asigura\u021bi c\u0103 se vor lua toate m\u0103surile necesare pentru a face cump\u0103r\u0103turi \u00een condi\u021bii foarte bune. Toate m\u0103surile erau apoi detaliate \u00een mesaj.<\/p>\n

4. Lini\u0219ti\u021bi ac\u021bionarii companiei<\/strong>
\nFi\u021bi transparen\u021bi \u00een ceea ce prive\u0219te dificult\u0103\u021bile pe care le va \u00eent\u00e2mpina compania \u00een viitorul apropiat. Reitera\u021bi valorile fundamentale ale companiei. Comunica\u021bi-le ac\u021bionarilor planurile pe care le ave\u021bi pentru a remedia situa\u021bia, c\u00e2t mai detaliat.<\/p>\n

5. Fi\u021bi proactivi \u00een comunitate<\/strong>
\nEste important \u00een egal\u0103 m\u0103sur\u0103 s\u0103 \u00eei ajuta\u021bi pe cei afla\u021bi \u00een carantin\u0103 sau izolare cu provizii \u0219i medicamente, dar \u0219i s\u0103 comunica\u021bi clar \u0219i concis ce se \u00eent\u00e2mpl\u0103 \u00een compania voastr\u0103.<\/p>\n

Dochi\u021ba Zenoveiov este Brand Innovator \u0219i fondator al INOVEO<\/strong> \u0219i are o experien\u021b\u0103 de peste 20 de ani \u00een marketing \u0219i branding.<\/em><\/p>\n

Citeste articolul in Revista Progresiv<\/em>
\n<\/p>\n","protected":false},"excerpt":{"rendered":"

Într-o criză fără precedent ce creează multă panică în rândul consumatorilor, comunicarea trebuie bazată pe empatie. Orice brand care vrea să rămână relevant în piață și să supraviețuiască coronavirusului va comunica și va demonstra grija […]<\/p>\n

Read More… from Empatia a devenit cuvantul de ordine in lumea brandurilor<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[78],"tags":[],"class_list":["post-3376","post","type-post","status-publish","format-standard","hentry","category-branding-en"],"yoast_head":"\nEmpatia a devenit cuvantul de ordine in lumea brandurilor - INOVEO<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/inoveo.ro\/en\/branding-en\/empatia-a-devenit-cuvantul-de-ordine-in-lumea-brandurilor\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Empatia a devenit cuvantul de ordine in lumea brandurilor\" \/>\n<meta property=\"og:description\" content=\"Într-o criză fără precedent ce creează multă panică în rândul consumatorilor, comunicarea trebuie bazată pe empatie. 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Doctor Niculae D. Staicovici 51, Etaj 2, Ap 5","addressLocality":"Bucuresti","postalCode":"050559","addressRegion":"Bucure\u0219ti","addressCountry":"RO"},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/inoveo.ro\/en\/branding-en\/empatia-a-devenit-cuvantul-de-ordine-in-lumea-brandurilor\/#local-main-organization-logo","url":"https:\/\/inoveo.ro\/wp-content\/uploads\/2020\/08\/inoveo-logo.png","contentUrl":"https:\/\/inoveo.ro\/wp-content\/uploads\/2020\/08\/inoveo-logo.png","width":336,"height":416,"caption":"INOVEO Concept"}]},"geo.placename":"Bucuresti","geo.region":"Romania"},"featured_image_src":"","featured_image_src_square":false,"author_info":{"display_name":"Inoveo","author_link":"https:\/\/inoveo.ro\/en\/author\/marius\/"},"rbea_author_info":{"display_name":"Inoveo","author_link":"https:\/\/inoveo.ro\/en\/author\/marius\/"},"rbea_excerpt_info":"Într-o criză fără precedent ce creează multă panică în rândul consumatorilor, comunicarea trebuie bazată pe empatie. 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